Men’s young fashion brand Sonneti has rebranded as SC51 for spring 10 and reshaped its collection to appeal to a younger audience.
The range has been designed as an alternative to premium, preppy young fashion ranges from retailers such as Abercrombie & Fitch, Jack Wills and Hollister. The name SC51 comes from a 22-year-old denim line in the Sonetti archives.
Brand director Darren Poulter said: “Sonneti needed revitalising and the product and distribution needed refocusing. I identified a gap for a commercially priced wholesale brand that would allow retailers to compete with high street chains.”
Prices will start at about £8 to £22 with retail tickets at £55 for jeans, £40 for knits and £35 for shirts.
Sonneti has about 150 UK accounts and Poulter expects to secure a key multiple, a department store and an etailer for the range as well as broadening its indie base.
Poulter said the brand would aim for a bigger presence with its current stockists as well as securing new accounts. He said: “With the new look, the brand will naturally appeal to a specific age group. Before it was between 16 and 60-year-olds; now it is more for 18 to 35-year-olds.”
The spring collection, which has a strong preppy personality, includes polos, heavy sweats, fine knits, unstructured 3sb jackets, graphic T-shirts, nylon outerwear, bags, socks, combat trousers and shorts. About 25% of the range is devoted to jeans. Branding is heavy on garments, including printed and embroidered heraldic-style SC51 logos, which also feature the tagline ‘Sonneti since MCMLXXXI’.
There are 150 SKUs in the spring 10 collection with a similar number planned for autumn. Flash collections will be delivered for high summer and Christmas and there will be an in-season stock service.
Poulter said the brand was committed to offering full PoS support to retailers, including framed imagery and signage.